Investing in Art: building cultural and financial value

In today’s landscape, marked by financial market volatility and geopolitical uncertainty, modern and contemporary art stands out as one of the most fascinating and strategic alternatives for those seeking to diversify their assets. Far from being merely a matter of personal taste or social status, art investment has become a true asset class – one that combines cultural significance, aesthetic emotion, and medium-to-long-term financial returns.

Collecting art is not just an act of patronage; it is a conscious decision to build a lasting, transferable legacy that appreciates over time. The growing interest among private investors – particularly younger generations – bears this out. Many young collectors, often heirs to significant wealth, are drawn to works that reflect their values and sensibilities, favoring especially the mid- and lower-end of the market, which tends to be more resilient and dynamic (source: Deloitte, Art & Finance Report 2025).

A balanced collection: between established masters and emerging talents

Our advice to those looking to invest with vision and foresight is to build a balanced collection, combining works by established artists – who offer greater market stability and recognition on the secondary market – with targeted acquisitions of emerging talents whose value may significantly appreciate over time. This strategy not only diversifies risk but also enriches a collection with contemporary voices that resonate with the spirit of our era.

Among the established names, we recommend artists such as Mimmo Rotella, Agostino Bonalumi, Mario Schifano, Giorgio Griffa, Mario Merz, Gianfranco Baruchello, Tano Festa, Emilio Tadini, Andy Warhol, Pino Pinelli, Gilbert & George, among others. On the emerging side, we highlight fast-rising figures like Odinakachi Okoroafor, Pedro Pires, Adam Handler, Ibrahim Ballo, Etsu Egami, Patrizia Casagranda, Adelisa Selimbasic – just to name a few – representing an increasingly global and inclusive art scene.

How to navigate the purchase of an artwork

To approach art acquisition effectively, it is essential to follow a well-informed and structured method. Some key factors to consider include:

• Provenance and authenticity of the work;
• The artist’s career and institutional recognition (e.g., museum exhibitions, public collections, critical reception);
• Secondary market valuations (auction results, recent resales, market performance);
• Cultural value and coherence of the artist’s research;
• Supporting documentation (archival registration, certificates, publications).

Relying on a trusted gallery or an independent art advisor grants access to a curated and transparent selection, along with assistance in managing the fiscal, logistical, and insurance aspects of the investment.

The italian context and fiscal opportunities

While Italy does not yet offer a tax regime as favorable as some other European countries (France, for example, applies a 5.5% VAT on art imports, compared to Italy’s 10%), it remains one of the world’s key cultural hubs. In this context, the role of galleries and specialized professionals is essential in fostering confidence and promoting a culture of investment.

Art sales in Italy are still subject to a 22% VAT on direct transactions, whereas importing artworks from abroad benefits from the reduced 10% rate. Careful planning around acquisition methods and tax conditions is therefore crucial for optimizing investments.

Moreover, a particularly relevant aspect for private collectors concerns capital gains tax. In Italy, if the seller is not a professional operator and if the sales are not made regularly or with speculative intent, capital gains from the sale of artworks are not subject to taxation. This makes it possible to build a culturally driven collection over time and, should tastes or wealth strategies evolve, to sell certain pieces without incurring additional tax burdens.

Private collecting and institutional prestige: the value of Corporate Collections

Beyond private collecting, it is noteworthy that more and more companies are investing in art – not only as a capital asset, but also as a tool for strategic communication and brand positioning. Groups like LVMH or the Caisse des Dépôts in France have built prestigious corporate collections, using art as a vehicle for storytelling and soft power. Artworks thus become ambassadors of brand values, forging authentic connections with clients, stakeholders, and local communities.

Even smaller businesses can benefit from similar initiatives. Lending works to museums, showcasing them in corporate spaces, or participating in local cultural events are powerful ways to enhance brand reputation and authority. In a world where identity and cultural engagement are increasingly central, art represents a universal language that inspires, connects, and creates enduring value.

Cover Image:
Giorgio Griffa (b. 1936)
Untitled, 1977
Courtesy: Martini Studio d’Arte